After studying at a vocational school and working in an office environment, Moe decided to go back to school at age 21. While studying International Culture at Gakushuin Women’s College, she spent a lot of time contemplating which career to pursue.  She knew she liked beautiful things and enjoyed craftsmanship, and wanted to convey her passion in her own work.

In the spring of her junior year in college, she was mesmerized by the structure and beauty of women's shoes.  Moe had turned 24 that year and she knew right then and there, she had to enter the shoe industry. Since she did not have any contact in the industry, she searched online and made a list of shoe-makers in the Kanto region. The next year and a half was devoted to finding the right manufactures and shoe craftsmen who would collaborate in making her masterpieces.  In April 2006, COCORO Ltd. was established, and Sellenatela? was launched the following year in 2007 with the Spring/Summer collection.

Moe’s distinct personality, charisma, and innovative ideas are always going to be the backbone of Sellenatela?.

Other than excelling in math and science, Shie has always been nurturing and caring for others.  She became a registered nurse after three years of extensive study and training. When Sellenatela? started in 2007, she took a position as an accountant at COCORO Ltd. while continuing her profession as a RN.  Shie’s organization skills and down to earth personality are valuable assets to Sellenatela?.

Ikue has always valued creativity.  After earning a B.A. in Graphic Design at Tokyo Polytechnic University in 2005, she wondered what she could do with her talent.  She wanted to broaden her knowledge in design and decided to pursue a master's degree in Industrial Design at San Francisco State University.

Before moving to the U.S, Ikue teamed up with Moe to start Sellenatella? and began her career as a graphic designer. After Sellenatela? made its debut in 2007, she also started designing shoes with her sister. With her four and a half years of experience in the U.S, Ikue has been working to expand Sellenatela? to a global level.

Ikue is devoted to creating designs that are visually attractive and emotive. Her meticulous attention to details and phenomenal sense of style makes Sellenatela? one of a kind.